JOHNSON’S® baby was sponsoring the FIFA World Cup in Brazil and asked us to create a campaign that could make the link between a baby brand and the soccer event.

“Family Arms” was a real-time marketing activation on Facebook, where people submitted their last names and our team created a personalized coat of arms for them. If the name had a meaning (e.g.: “trigo” is a common last name in Brazil, which means “wheat”), we drew a special icon that represented it (e.g.: a wheat stem ). To enable the production, we previously created 50 templates, that could be personalized upon each request. In only 7 hours, without any investment on media, the campaign reached more than 250.000 people organically. We produced more than 5.000 coat of arms and people spontaneously changed their profile pictures to showcase theirs.